CONSUMERS’ PERCEPTIONS ABOUT CORPORATE SOCIAL RESPONSIBILITY PRACTICES: A PROFILE RESEARCH ON SKEPTICISM AND BRAND LOYALTY

Öz

This research aims to determine the profiles of consumers' perceptions about corporate social responsibility practices from the perspective of skepticism and whether the brand loyalty of consumers with different profiles differed. In research, the skepticism tendencies of the consumers towards social responsibility practices were examined in terms of the "Persuasion Knowledge Model". In the analysis of the data, explanatory factor analysis, cluster analysis, discriminant analysis, and one-way variance analysis were used. It is determined that the dimensions of skepticism as agent knowledge, topic knowledge, persuasion knowledge and opposition of promotion, dimensions of brand loyalty as cognitive, affective, action, and multi-brand loyalty. Participants are divided into four clusters according to the tendencies of skepticism: social responsibility opponents, moderate skeptics, social responsibility supporters, and non-skeptics. Significant differences are also found among the four clusters in terms of brand loyalty dimensions. Among the features that distinguish the clusters from each other best the first powerful function is agent knowledge, the second is persuasion knowledge. In the direction of the results, suggestions were offered for implementation and future research.

Anahtar Kelimeler

• Corporate Social Responsibility
• Persuasion Knowledge Model
• Consumer Skepticism
• Brand Loyalty

TÜKETİCİLERİN KURUMSAL SOSYAL SORUMLULUK UYGULAMALARINA YÖNELİK ALGILARI: ŞÜPHECİLİK VE MARKA BAĞLILIĞI ÜZERİNE BİR PROFİL ARAŞTIRMASI

Öz

Bu araştırmanın amacı, tüketicilerin kurumsal sosyal sorumluluk uygulamalarına yönelik algılarını şüphecilik perspektifinden inceleyerek profillerini ortaya koymak ve farklı profillere sahip tüketicilerin marka bağlılığının farklılaşıp farklılaşmadığını belirlemektir. Araştırmada tüketicilerin sosyal sorumluluk uygulamalarına yönelik şüphecilik eğilimleri “İkna Bilgi Modeli” açısından incelenmiştir. Veriler analiz edilirken açıklayıcı faktör analizi, kümeleme analizi, diskriminant analizi ve tek yönlü varyans analizi kullanılmıştır. Araştırmada sosyal sorumluluk uygulamalarına yönelik şüpheciliğin boyutları; işletme bilgisi, konu bilgisi, ikna bilgisi ve tutundurma karşıtlığı olmak üzere dört boyuttan oluşmaktadır. Marka bağlılığının boyutları ise bilişsel, duygusal, davranışsal ve çoklu marka bağlılığı olarak belirlenmiştir. Katılımcılar şüphecilik eğilimlerine göre sosyal sorumluluk karşıtları, ılımlı şüpheciler, sosyal sorumluluğu destekleyenler ve şüpheci olmayanlar olarak dört kümede toplanmaktadır. Dört küme arasında marka bağlılığı boyutları bakımından da anlamlı farklılıklar tespit edilmiştir. Kümeleri birbirlerinden en iyi ayırt eden özellikler arasında birinci en güçlü fonksiyon işletme bilgisi, ikincisi ise ikna bilgisidir. Bu sonuçlar doğrultusunda uygulamaya ve gelecekteki araştırmalara dönük önerilerde bulunulmuştur.

Anahtar Kelimeler

• Kurumsal Sosyal Sorumluluk
• Tüketici Şüpheciliği
• Marka Bağlılığı
• İkna Bilgi Modeli

Kaynakça

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